Designer Timeline

With a career spanning more than two decades, Alex Woo has been a trailblazer in the independently branded fine jewelry world, specializing in everyday styles that were both wearable and sentimental. Since Alex Woo launched the company, her jewelry has been stocked in hundreds of boutiques and department stores, becoming a household name among jewelry and accessory fans.


Born in New York City, Alex called it the greatest city in the world as it would define her energy, aesthetic and lifestyle. She attended LREI (Little Red) and later the "Fame" school (LaGuardia High School), focusing on visual arts.


Enrolled at Cornell University, she first studied scupture as a fine arts major. While at Cornell, she took a semester abroad to study art history in Paris and Parson’s School of Design to develop her style for three-dimensional modern designs with feminine sensibility.


Alex Woo wins grand prize at the first jewelry design competition from the Women's Jewelry Association hosted in Las Vegas. The recognition inspires her to launch her eponymous brand that soon lands her in multiple editorials in InStyle and Marie Claire.


Inspired by her wedding and believing jewelry needs to be timeless and memorable for both the bride and her bridesmaids, Alex Woo launches a bridal collection. Featured in Daily Candy millions of visitors crashed the website.


Woo also gains an A-list celebrity following when early style adopters talk show host Kelly Ripa and actress, producer and director Eva Longoria are seen wearing their lucky Little Numbers everywhere.


Alex Woo launches her collections at the iconic Henri Bendel - one of Manhattan's chicest shopping environments, where girls used to go to find the new and the next in accessories, cosmetics, gifts and fashion. The jewelry was a smash hit.


Alex Woo is honored as one of New York's Rising Stars in Crain's Business "40 Under 40" at age 30 alongside designer Zac Posen, record executive Damon Dash and American broadcaster Soledad O'Brien. The following year, she was selected as one of the jewelry industry's rising stars from JCK.


Designs multiple pieces on all six seasons of the hit CW show, Gossip Girl, including leading character, Blair Waldorf's, signature diamond "bw" necklace. Woo also established a strong celebrity mom following designing necklaces for Jennifer Lopez, Jessica Alba, Halle Berry and more.


Alex Woo becomes a proud mom. Motherhood inspires her to collaborate with other innovative brands & charities that share her same company values. She begins a partnership with the Haagen-Dazs® loves Honey Bees program and later designs a Platinum Little Icons™ Beehive with costume designer Lyn Paolo.


Launches her first charitable collaboration with Disneynature and others like AWF, Jane Goodall Institute, WWF, and National Park Foundation. She also partners with actress Christina Applegate to design the "Tree of Life" pendant to benefit her foundation, Right Action for Women.


With Lippincott, a globally renown creative agency, Alex Woo's logo evolves to incorporate her personal signature with Made in New York. Alex joins the board of the Accessories Council and presents the signature Carrie Bradshaw "c" necklace for a young Carrie on "The Carrie Diaries". The gold charm is the precursor to the iconic nameplate necklace worn on Sex and the City.


Partners with Major League Baseball to launch an officially licensed fine jewelry collection inspired by all 30 MLB teams at the MLB Fan Cave in New York City. The collection became favorites to celebrities including Kate Upton, Emily Ratajkowski, Jamie Chung and many other baseball fans seeking high quality baseball charms.


Alex Woo is awarded as 1 of 10 companies nationwide to join the Workshop at Macy's program and is promoted throughout the US. She was selected as one of the first jewelry designers to be part of Lord and Taylor's birdcage pop-up concept shop.


Collaborates with Disney•Pixar on the Finding Dory collection and debuts a limited edition pendant inspired by Moana. Alex then went onto design collections for Coco, Incredibles II and Toy Story.


Designs a charm with Fifth Harmony's, Ally Brooke, for the March of Dimes foundation and also designs her new PINK pendant with the BCRF. An organization she supported since the loss of her mom to breast cancer.


Ariana Grande wears Alex Woo's gold Princess Kiss in her "Into You" music video and her gold Rock Star Bolt becomes a favorite of actress, Zendaya. Alex Woo launches a new collaboration with Swarovski's gemstone division with pink and blue sapphires.


Launches her new Autograph Letters with luxury beauty brand, Smith & Cult. She also designs a pendant with actress, Alyssa Milano, in celebration of the OCRFA"s 20th anniversary. 


Designs an exclusive collaboration with Giada DeLaurentiis for her website, Her Little Icons™ are also featured on the hit CW Show, Riverdale, with multiple characters wearing Woo's jewelry. 


Collaborates with luxury candy company Sugarfina and later the iconic Keith Haring Foundation to launch her first unisex collection - Alex Woo x Keith Haring. The collection features 3 of Keith's signature symbols spreading the message of peace, love, equality and compassion for all through art and jewelry. 


Inspired by the power of spiritual connection and healing, Alex Woo personally launches the Wellness collection as a self-reflection and peaceful way of relating to others and our environment. Sharing her spirit of optimism and positivity, the charms were a reminder on a daily basis to attain better physical and mental health.


A true jewelry icon, Alex Woo's passing was a profound loss to the industry that loved her style, humor, and generosity. Her extraordinary legacy and story continue to be shared through her designs as they inspire and leave an indelible imprint that we can make a better future together.